W&s report cooking oil tracking October 2013

Date: 14th August 2013

Creator: W&S research team

REPORT ON COOKING OIL

MARKET Research time: 6th May – 8th June 2013

Based on Vinaresearch’s panellists

Research information

Research method : Quantitative – Online research

Timing : 3rd – 15th May 2013

Sample size : 1,038

Research area : Nationwide

Target : Female aged 20 years old and over

Main decision maker and main buyer of cooking oil product

Research objectives : Tracking changes in cooking oil market after 1 year

Sampling method : Internet sampling

Member profile

44.3

47.2

8.5

Age group

16 - 24 years old (Code

1~3)

25 - 34 years old (Code

4,5)

35 years old and over

(Code 6~8)

16.4

43.3

40.3

Monthly Household Income

Lower (Under 7 mil.

VND)

Middle (7 - under 10

mil. VND)

Upper (10 mil. VND

and over)

58.3

41.7

Marital Status

Single

Married

39.9

60.1

Gender

Male

Female

Unit: %

Part I – Cooking Oil Market 2013 A – Consumer usage and attitude

1. Types of cooking oil – Soybean oil is the most familiar cooking oil type

• Upon 10 surveyed people, there are more than 9 who know about [Soybean oil]. [Sesame oil] comes next with 82% of the respondents

aware of it, followed by [Olive] with 81.9%. [Corn oil] has the lowest awareness with only 8.0%.

• Besides [Soybean oil], the respondents in all areas know about [Sesame oil] and [Olive] well. Unlike the respondents from the other

two areas, more respondents in the South know about [Olive] than [Sesame oil]. Interestingly, there are relatively more respondents in

the South who know about [Olive] than those in the Central and the North who know about [Sesame Oil].

• All age groups show a similarity in their recognition of available types of cooking oil. However, the youngest group (20-29 years old)

is a bit short as noticeably fewer of them know about [Sunflower oil] and [Canola].

• All income groups are most aware of [Soybean oil] with the awareness level of 90.7% for the Lower income group, 96.6% for the

Middle income group and 95.2% for the Upper income group. The Lower income group shows an uneasy fact that they know less

about available types of cooking oil than the other two groups, and their awareness level is considerably lower.

2. Suitable type of cooking oil – Soybean oil is the most suitable cooking oil type

• The most suitable type of cooking oil for most of the respondents is [Soybean oil] with 74.3%. [Olive] comes next with 51.9%,

followed by [Sesame oil] with 37.7%. Only 2.2% of the respondents think [Corn oil] is suitable for them.

• All groups choose [Soybean] as the best type of cooking oil for them, followed by [Olive] and [Sesame oil]. The chart pattern for the

three geographic groups closely imitates the unsegregated chart and there is no major difference among geographic areas, indicating

that geographic factor doesn’t affect the respondents’ perception of cooking oil suitability.

• The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides,

[Olive] and [Sesame oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest

group has a rather similar perception of cooking oil suitability as the other two age groups, their perception on the suitability of [Olive]

and [Sesame oil] is noticeably lower.


2. Suitable type of cooking oil [Conti.]

• The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides,

[Olive] and [Sesame oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest

group has a rather similar perception of cooking oil suitability as the other two age groups, their perception on the suitability of [Olive]

and [Sesame oil] is noticeably lower.

3. Places for buying cooking oil – More than 4/5 respondents buy cooking oil products at Supermarket

• 83.9% of the respondents buy cooking oil from [Supermarkets], 62.4% from [Grocery] and 37.3% from [Market]. [Convenient

store], [Store specializing in selling cooking oil], [One-price store] and [Online shopping] all have their shares, but the last two are

negligible.

• The Northern group likes [Convenient store] more and [Market] less than the Southern and Middle groups. The cooking oil

purchasing location is quite similar in all three areas except for [Convenient store] and [Market]. Relatively, more respondents from

the North buy cooking oil from [Convenient store] and fewer of them buy from [Market] than the respondents from the other two

areas.

• The pattern of cooking oil purchasing location is quite similar for all three age groups, except the youngest group. All three age groups

buy oil from [Grocery] and [Market] second- and third-most often, and noticeably more respondents from the youngest group buy

cooking oil from these two locations.

• All three groups show no distinctive difference in their choice of where to buy cooking oil. Although the lines cross, there is still no

significant or noticeable discrepancy.

4. Volume and price for the latest purchase – 1-liter bottle with the price of under 50,000 VND is mostly preferred

• More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under

50,000VND] and [50,000-99,999VND]. In particular, [1 liter] is the most common volume with the price of [Under 50,000 VND].


4. Volume and price for the latest purchase [Conti.]

• More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under

50,000VND] and [50,000-99,999VND]. 1-, 2- and 5-liter bottles are the most common.

• In the last time the Northern respondents purchased cooking oil, 149 of them chose [1-liter bottle], 125 of them chose [2-liter] bottle

and 130 of them chose [5-liter] bottle. For comparison, the number of respondents purchasing cooking oil in those three sizes are,

respectively, 46, 22, 38 for the Middle group and 204, 89, 73 for the Southern group. In short, the Northern group tends to buy

relatively more [2-liter] and [5-liter] size than the other two areas.

• 326 of the youngest group chose [1-liter] bottle and 320 of them (41% of the youngest group) chose [2-liter] or [5-liter] bottle. On the

other hand, in the last time the respondents from the other two age groups purchased cooking oil, 73 of them (28% of the middle and

oldest groups) chose [1-liter] bottle and 157 of them (61% of the middle and oldest groups) chose [2-liter] or [5-liter] bottle.

• The last time the respondents from the Lower income group purchased cooking oil, 83 of them (48% of this group) chose [1-liter]

bottle and 51 of them (30% of this group) chose [2-liter] or [5-liter] bottle. On the other hand, the last time making purchase of

cooking oil, 160 (39%) of the Middle income respondents chose 1-liter bottle and 191 (46%) of them chose [2-liter] or [5-liter] bottle.

The choice of the Upper income respondents is even more different, with only 156 (34%) of them chose 1-liter bottle and 235 (52%)

of them chose [2-liter] or [5-liter] bottle.

Part I – Cooking Oil Market 2013 B – Brand awareness and brand usage

1. Top 3 cooking oil brands – Neptune is firstly recalled by most respondents

• As evident in the chart, [Neptune] is at the top with 37.7% of the respondents who are able to recall its brand first when being asked

spontaneously. This brand also takes the first position in Second In Mind category with 23.1%. The first position for Third In Mind of

the respondents is [Tuong An] with 14.3%.

• While most Northern and Middle respondents recall [Neptune] first with the respective percentage of 49.5% and 31.7%, [Tuong An]

scores the highest in TOM with 45.5% of the Southern group. At Second In Mind, [Simply] is the winning brand with 26.5% votes

from Northern group whereas [Neptune] prevails in both the Middle and Southern groups. In terms of Third in mind, [Tuong An] has

the highest percentage in both the Northern and Middle groups while [Simply] is better recognized in Southern group with 10.8%.

• More than 3 in 10 respondents from the youngest and oldest group recall [Neptune] first, while 32.5% of the respondents from the

Middle group recall [Tuong An] first. In terms of Second In Mind, [Neptune] is the winner in all three age groups with the respective

percentage of 21.2%, 28.6% and 30.9%. In the Third in mind category, [Tuong An] scores the highest in all three age groups.

• [Neptune] brand is the first to be recalled by all three SEC groups. Moreover, it is arguably the winner in Second in Mind category,

taking over the Upper income group, breaking even with [Tuong An] in Lower income group and losing with only 1.2% short to

[Simply] in Middle income group. In the Third in Mind category, [Tuong An] wins the Upper and Middle income groups and is just a

bit short of 0.6% to [Simply] in Lower income group

2. Total awareness of cooking oil brands – 92.7% respondents know Tuong An

• Almost all of the surveyed people know about [Tuong An] and [Neptune]. [Tuong An] has the highest percentage of 92.7%, closely

followed by [Neptune] at 91.0%. [Simply], [Meizan], and [Cai Lan] come next at 79.1%, 72.8%, and 70.3% respectively.

• While [Tuong An] and [Neptune] are the most and second-most well-known brands of cooking oil among the Middle and Southern

respondents, the order is reversed for those from the North. [Simply], [Meizan] and [Cai Lan] take the next three positions in all three

areas. Although being known to 42% of the respondents from the North and 35.8% of the respondents from the Middle, [Trang An] is

not even in the top 10 best known brands in the South.


2. Total awareness of cooking oil brands [Conti.]

• [Tuong An] and [Neptune] are still best-known among age groups with [Tuong An] tightly wins over and take the first place.

[Simply], [Meizan] and [Cai Lan] are still well-known across age groups although there is a small change of order in the youngest

group from that of the other two age groups.

• [Tuong An] and [Neptune] still take the top two positions across income groups and compete neck-to-neck for the first position.

[Tuong An] is better known in the Lower and Middle income groups, losing to [Neptune] by a mere 0.2% in the Upper income group.

However, [Tuong An]’s lead in the Lower and Middle income groups is not significant either. [Simply], [Meizan] and [Cai Lan] also

take the next three positions with a different order in the Lower income group.

3. Past brand – Neptune had the highest percentage of quitting in the past

• 37.8% of the respondents choose [Neptune] as the brand they did not continue using. 18% of the respondents chose to leave [Tuong

An], 16.6% chose to leave [Simply] and a total of 75.9% of the respondents have changed their main cooking oil brand.

• In the North, more respondents have switched to a new brand from [Neptune] and [Simply], while in the Middle and the South, more

respondents have switched from [Neptune] and [Tuong An]. Considerably more respondents in the North decided to switch from

[Neptune] than the other two areas.

• More respondents from all three age groups chose to stop using [Neptune]. [Tuong An] and [Cai Lan] take the next two positions in

losing consumers in the youngest and middle groups, while [Tuong An] and [Cai Lan] and [Simply] are chosen for these positions in

the oldest group.

• Many respondents from three income groups decided to switch from these three brands. [Meizan], [Marvela] and [Cai Lan] also have

respondents stop using their brands but in smaller numbers.


4. Brand used most often – Neptune, Simply and Tuong An are top three brands used most often

• 3 out of 10 respondents are using [Neptune], followed by [Simply] with 25.3%. [Tuong An] takes the third place with 22.3%. Only a

few of the respondents are using other brands such as [Co.opmart], [Otran], [Kiddy] or [Nutra Omega-3].

• [Neptune] is currently used by more respondents from the North and the Middle, closely followed by [Simply]. [Tuong An] takes the

fourth position in the North with 6.4% and the third position in the Middle with 18.7%. In the South, [Tuong An] manages to take the

first position with 40.1% and also creates a big gap of 15.8% with the runner-up [Neptune].

• While [Neptune] is able to put [Simply] in the runner-up position in the youngest group, [Simply] wins in the other two age groups.

[Neptune] is 12% ahead of [Simply] in the youngest group, but [Simply] can only stay ahead of [Neptune] with 5.4% and 1.8% in the

other two age groups. Meanwhile, [Tuong An] is firmly put in the third position in all three age groups.

• While the Middle and Upper income groups show a strong favor to [Neptune], then [Simply] and [Truong An], the Lower income

group chooses otherwise. [Tuong An] takes the lead in this group, followed by [Neptune] and [Simply]. However, these three brands

do not have big gaps between them in the Lower income group like they do in the other two groups.

5. Future brand – 82.0% respondents intends to change to use another brand and Simply is the brand they are looking for

• 75.9% of the respondents have changed their brands. Still, 82% of them intend to do so again in the future. [Simply] is chosen by

26.6% of the respondents as their future brand, closely followed by [Neptune] at 23.3%. Far behind is [Tuong An] with only 13.7% of

the respondent intend to switch and use it in the future.

• More respondents in the Middle and the South intend to change their cooking oil brand to [Neptune], then [Simply] and [Tuong An].

The Northern respondents tend to switch to [Simply] more than [Neptune] or [Tuong An]. [Tuong An] is chosen by only 9.7% of the

Northern respondents as their future brand, while that number is 16% for the Middle respondents and 17.5% for the Southern

respondents.


5. Future brand [Conti.]

• [Simply] is taking the lead as the new brand when the respondents switch, with a not very safe distance from [Neptune]. While the

youngest and the middle aged groups are a little more likely to switch to [Simply], the oldest group shows the tendency for both

[Neptune] and [Simply].

• All three income groups tend to switch to [Simply] with [Neptune] and [Tuong An] are next in order. Except for that the intention of

switching to other less well-known brands is all different, all three income groups enjoy a rare agreement as to the order of the 3

major brands that they should use in the future.

6. Coverage of dominant brands – Top brands in the market has a sign of loosing points in front of respondents

• [Tuong An], [Neptune], [Meizan] and [Cai Lan] are showing a negative sign as their coverage in the future is lower than that in the

present and the past. [Simply] is the only major brand which has more coverage on respondents in the future.

Part II – MARKET 2012 VS. 2013 [1] Supermarket is not the dominant channel anymore in 2013

In 2012, the percentage of [Supermarket] is likely to dominate purchasing channels with 72.0%. However, it is threaten by the increase of

other channels such as [Grocery], [Convenient store] and [Market].

[2] This year, fewer respondents recall Tuong An and Simply first

When being asked spontaneously, there are relatively more respondents who recall [Neptune] first compared to 2012, while [Simply] and

[Tuong An] have noticeably fewer respondents who recall them. The net result is that [Neptune] has taken the top position from [Tuong

An] for TOM category.

[3] Respondents’ awareness of major cooking oil brands has decreased

The relative number of respondents who are aware of the more popular brands like [Tuong An], [Neptune] and [Simply] has decreased

from that of 2012. On the other hand, the less popular brands like [Cai Lan], [Kiddy], [Chinsu] now have relatively more respondents

who are aware of them.

[4] Neptune, Simply and Tuong An all have more potential consumers in 2013 than in 2012

While the percentage of respondents who have used or are currently using these three brands has not significantly changed since 2012, the

percentage of respondents who intend to use them in the future has considerably improved.

Research findings

1

PART I – COOKING OIL MARKET 2013

2

PART II – MARKET 2012 VS. 2013

C. Research findings

1


A – Consumer usage and attitude

1. Types of cooking oil

2. Suitable type of cooking oil

3. Places for buying cooking oil products

4. Volume and price for the latest purchase

B – Brand awareness and brand usage

1. Top 3 cooking oil brands

2. Awareness of cooking oil brands

3. Past brand

4. Brand used most often

5. Future brand

6. Popularity of dominant brands


[Soybean oil] is most familiar to the surveyed people

Upon 10 surveyed people, there are more than 9 who know about [Soybean oil]. [Sesame oil] comes next with 82% of the respondents aware of it,

followed by [Olive] with 81.9%. [Corn oil] has the lowest awareness with only 8.0%.

Q. Please tell us what kind of cooking oil you know in the list below? [MA] Based on n=1,036 know clearly about types of cooking oil

95.0

82.0 81.9

47.7

39.0

8.0 2.8

Soybean oil Sesame oil Olive Sunflower oil Canola Corn oil Others

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 1.1] Customer awareness on types of cooking oil


[Olive] is better known in Southern area

Besides [Soybean oil], the respondents in all areas know about [Sesame oil] and [Olive] well. Unlike the respondents from the other two areas, more

respondents in the South know about [Olive] than [Sesame oil]. Interestingly, there are relatively more respondents in the South who know about [Olive]

than those in the Central and the North who know about [Sesame Oil].

[Figure 1.2] Customer Awareness on types of cooking oil – By Area


Northern (n=469) 96.2 82.3 81.9 48.2 38.4 8.3 3.0

Middle (n=123) 91.9 81.3 74.0 42.3 34.1 11.4 2.4

Southern (n=444) 94.6 82.0 84.2 48.6 41.0 6.8 2.7

0.0

20.0

40.0

60.0

80.0

100.0


Unit: %


There is a similarity in the recognition of cooking oil types among age groups.

All age groups show a similarity in their recognition of available types of cooking oil. However, the youngest group (20-29 years old) is a bit short as

noticeably fewer of them know about [Sunflower oil] and [Canola].

[Figure 1.3] Customer awareness on types of cooking oil – By Age

Soybean oil Olive Sesame oil Sunflower oil Canola Corn oil Others

20 - 29 years old (n=779) 94.1 80.7 80.5 44.8 35.3 7.4 2.8

30 - 39 years old (n=202) 99.0 87.6 87.6 56.4 50.5 10.4 3.0

40 years old and over (n=55) 92.7 78.2 83.6 56.4 49.1 7.3 1.8

0.0

20.0

40.0

60.0

80.0

100.0


Unit: %


The Lower income group is less aware of available types of cooking oil.

All income groups are most aware of [Soybean oil] with the awareness level of 90.7% for the Lower income group, 96.6% for the Middle income group

and 95.2% for the Upper income group. The Lower income group shows an uneasy fact that they know less about available types of cooking oil than the

other two groups, and their awareness level is considerably lower.

[Figure 1.4] Customer awareness on types of cooking oil – By SEC


Lower (n=172) 90.7 73.8 69.8 31.4 26.7 8.7 3.5

Middle (n=409) 96.6 82.9 82.6 49.6 39.4 7.8 2.7

Upper (n=455) 95.2 84.4 85.9 52.1 43.3 7.9 2.6

0.0

20.0

40.0

60.0

80.0

100.0


Unit: %


The majority of 1,036 respondents think [Soybean oil] is most suitable for them

The most suitable type of cooking oil for most of the respondents is [Soybean oil] with 74.3%. [Olive] comes next with 51.9%, followed by [Sesame oil]

with 37.7%. Only 2.2% of the respondents think [Corn oil] is suitable for them.

Q. Please tell us which type of cooking oil is best for you? [SA] Based on n=1,036 know clearly about types of cooking oil

74.3

51.9

37.7

17.4 14.4

2.2 2.5


0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 2.1] Suitable type of cooking oil


There is no significant difference among geographic groups

All groups choose [Soybean] as the best type of cooking oil for them, followed by [Olive] and [Sesame oil]. The chart pattern for the three geographic

groups closely imitates the unsegregated chart and there is no major difference among geographic areas, indicating that geographic factor doesn’t affect

the respondents’ perception of cooking oil suitability.

[Figure 2.2] Suitable type of cooking oil – By Area


Northern (n=469) 75.9 50.7 38.2 20.0 15.8 3.2 1.3

Middle (n=123) 75.6 48.0 37.4 13.8 8.9 1.6 7.3

Southern (n=444) 72.3 54.3 37.4 15.5 14.4 1.4 2.5

0.0

20.0

40.0

60.0

80.0

100.0


Unit: %


[Soybean oil] is still the top choice regardless of age

The majority of the respondents choose [Soybean oil] as the most suitable type of cooking oil for them, regardless of age. Besides, [Olive] and [Sesame

oil] are still well recognized as they are correspondingly ranked at the second and third position. While the oldest group has a rather similar perception of

cooking oil suitability as the other two age groups, their perception on the suitability of [Olive] and [Sesame oil] is noticeably lower.

[Figure 2.3] Suitable type of cooking oil – By Age


20 - 29 years old (n=779) 72.5 54.2 37.7 17.3 12.7 2.1 2.1

30 - 39 years old (n=202) 79.2 49.0 41.1 18.3 19.3 3.0 3.5

40 years old and over (n=55) 81.8 30.9 25.5 14.5 20.0 1.8 5.5

0.0

20.0

40.0

60.0

80.0

100.0


Unit: %


Monthly household income does not affect respondents’ choices

There is no change when analyzing the respondents’ perception of cooking oil suitability by SEC. In details, [Soybean oil] still scores the highest at

78.5% for the Lower income group, 78.0% for the Middle income group and 69.5% for the Upper income group. The SEC chart patterns closely follow

the unsegregated chart and there is no major difference among SEC groups, indicating SEC factor doesn’t affect consumer’s perception of cooking oil

suitability.

[Figure 2.4] Suitable type of cooking oil – By SEC


Lower (n=172) 78.5 44.2 33.7 11.6 10.5 4.1 3.5

Middle (n=409) 78.0 52.1 37.9 21.3 15.2 1.5 2.2

Upper (n=455) 69.5 54.7 39.1 16.0 15.2 2.2 2.4

0.0

20.0

40.0

60.0

80.0

100.0


Unit: %

3. Places for buying cooking oil

Supermarkets are the dominant retailer of cooking oil

83.9% of the respondents buy cooking oil from [Supermarkets], 62.4% from [Grocery] and 37.3% from [Market]. [Convenient store], [Store

specializing in selling cooking oil], [One-price store] and [Online shopping] all have their shares, but the last two are negligible.

Q. Please tell us where you usually buy cooking oil for your family? [MA] Based on n=1,038

83.9

62.4

37.3

28.4

15.2

2.1 0.9 0.2

Supermarket Grocery Market Convenient store Store specializing

in selling cooking

oil

One-price store Online shopping Others

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 3.1] Places for buying cooking oil


The Northern group likes [Convenient store] more and [Market] less…

… than the Southern and Middle groups. The cooking oil purchasing location is quite similar in all three areas except for [Convenient store] and

[Market]. Relatively, more respondents from the North buy cooking oil from [Convenient store] and fewer of them buy from [Market] than the

respondents from the other two areas.


Supermarket GroceryConvenient

storeMarket

Store

specializing in

selling cooking

oil

One-price storeOnline

shoppingOthers

Nothern (n=471) 82.2 63.3 36.7 29.1 18.3 1.3 0.8 0.4

Central (n=123) 74.0 71.5 18.7 47.2 18.7 4.1 0.0 0.0

Southern (n=444) 88.5 59.0 22.3 43.2 11.0 2.5 1.1 0.0

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 3.2] Places for buying cooking oil – By Area


The youngest group prefers buying cooking oil from [Grocery] and [Market]

The pattern of cooking oil purchasing location is quite similar for all three age groups, except the youngest group. All three age groups buy oil from

[Grocery] and [Market] second- and third-most often, and noticeably more respondents from the youngest group buy cooking oil from these two

locations.


Supermarket Grocery MarketConvenient

store

Store

specializing

in selling

cooking oil

One-price

store

Online

shoppingOthers

20 - 29 years old (n=780) 83.5 65.9 39.2 29.7 16.2 2.1 0.9 0.1

30 - 39 years old (n=203) 85.7 53.2 31.0 25.1 13.3 2.5 1.0 0.5

40 years old and over (n=55) 83.6 47.3 32.7 21.8 9.1 1.8 0.0 0.0

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 3.3] Places for buying cooking oil – By Age


Income groups have similar choice of their cooking oil vendors

All three groups show no distinctive difference in their choice of where to buy cooking oil. Although the lines cross, there is still no significant or

noticeable discrepancy.


Supermarket Grocery MarketConvenient

store

Store

specializing in

selling cooking

oil

One-price storeOnline

shoppingOthers

Lower (n=172) 80.8 70.3 42.4 23.3 12.8 1.7 .6 0.0

Middle (n=411) 82.7 62.3 37.5 28.0 16.3 1.5 1.0 .2

Upper (n=455) 86.2 59.6 35.2 30.8 15.2 2.9 .9 .2

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 3.4] Places for buying cooking oil – By SEC


1-liter bottle with the price of under 50,000 VND is mostly preferred

More than half of the respondents tend to buy cooking oil in 2-liter bottles and smaller, with the price disperses between [Under 50,000VND] and

[50,000-99,999VND]. In particular, [1 liter] is the most common volume with the price of [Under 50,000 VND]

Q. Please tell us the bottle size and the price you paid for that size in the last time you purchased cooking oil? [Matrix SA] Based on n=1,038

Under 50,000

VND

50,000 - 99,999

VND

100,000 - 149,999

VND

150,000 - 199,999

VND

200,000 - 249,999

VND

250,000 - 299,999

VND

300,000 VND and

over

250 ml (n=26) 69.2 26.9 0.0 3.8 0.0 0.0 0.0

400 ml (n=25) 48.0 48.0 4.0 0.0 0.0 0.0 0.0

500 ml (n=69) 55.1 39.1 5.8 0.0 0.0 0.0 0.0

1 litre (n=399) 69.2 25.3 3.8 1.0 0.8 0.0 0.0

1.8 litre (n=40) 25.0 42.5 20.0 10.0 2.5 0.0 0.0

2 litre (n=236) 5.1 61.9 19.1 11.0 3.0 0.0 0.0

5 litre (n=241) 0.4 2.5 10.0 31.5 55.2 0.0 0.4

Others (n=2) 0.0 0.0 50.0 0.0 50.0 0.0 0.0

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 4.1] Volume and price for the latest purchase


Northern respondents tend to buy bigger bottles

In the last time the Northern respondents purchased cooking oil, 149 of them chose 1-liter bottle, 125 of them chose 2-liter bottle and 130 of them chose

5-liter bottle. For comparison, the number of respondents purchasing cooking oil in those three sizes are, respectively, 46, 22, 38 for the Middle group

and 204, 89, 73 for the Southern group. In short, the Northern group tends to buy relatively more 2-liter and 5-liter size than the other two areas.


Unit: % [Figure 4.2] Volume and price for the latest purchase – By Area


The youngest group prefers 1-liter bottle

326 of the youngest group chose 1-liter bottle and 320 of them (41% of the youngest group) chose 2-liter or 5-liter bottle. On the other hand, in the last

time the respondents from the other two age groups purchased cooking oil, 73 of them (28% of the middle and oldest groups) chose 1-liter bottle and 157

of them (61% of the middle and oldest groups) chose 2- or 5-liter bottle.


Unit: % [Figure 4.3] Volume and price for the latest purchase – By Age


The Lower income group tends to purchase smaller bottles

The last time the respondents from the Lower income group purchased cooking oil, 83 of them (48% of this group) chose 1-liter bottle and 51 of them

(30% of this group) chose 2- or 5-liter bottle. On the other hand, the last time making purchase of cooking oil, 160 (39%) of the Middle income

respondents chose 1-liter bottle and 191 (46%) of them chose 2- or 5-liter bottle. The choice of the Upper income respondents is even more different,

with only 156 (34%) of them chose 1-liter bottle and 235 (52%) of them chose 2- or 5-liter bottle.


Unit: % [Figure 4.4] Volume and price for the latest purchase – By SEC

Research findings

1


A – Consumer usage and attitude



3. Places for buying cooking oil product


B – Brand awareness and brand usage


2. Awareness of cooking oil brand

3. Past brand

4. Brand used most often

5. Future brand

6. Coverage of dominant brands


[Neptune] is recalled first by 37.7% of the surveyed people

As evident in the chart, [Neptune] is at the top with 37.7% of the respondents able to recall its brand first when being asked spontaneously. This brand

also takes the first position in Second In Mind category with 23.1%. The first position for Third In Mind of the respondents is [Tuong An] with 14.3%.

Q. Please tell us what cooking oil brands in Vietnam you know / have heard of? [SA] Based on n=1,038

37.7

26.1

17.0

3.9 3.3 1.6 0.8 0.5 0.5 0.5

23.1

17.8 18.5

5.9 4.7 4.8

0.2 0.0 0.4 0.5

8.4

14.3

10.2

6.0 5.6 5.8

1.3 0.0 0.8 0.6

Neptune Tuong An Simply Meizan Marvela Cai Lan Kiddy Co.opmart De Nhat Otran

0.0

10.0

20.0

30.0

40.0

50.0

60.0

TOM Second in mind Third in mind

Unit: % [Figure 1.1] Top three cooking oil brands


Choices among geographic groups are sharply dissimilar

While most Northern and Middle respondents recall [Neptune] first with the respective percentage of 49.5% and 31.7%, [Tuong An] scores the highest

in TOM with 45.5% of the Southern group. At Second In Mind, [Simply] is the winning brand with 26.5% votes from Northern group whereas

[Neptune] prevails in both the Middle and Southern groups. In terms of Third in mind, [Tuong An] has the highest percentage in both the Northern and

Middle groups while [Simply] is better recognized in Southern group with 10.8%.

[Figure 1.2] Top three cooking oil brands – By Area


Unit: %


There is significant difference among groups

More than 3 in 10 respondents from the youngest and oldest group recall [Neptune] first, while 32.5% of the respondents from the Middle group recall

[Tuong An] first. In terms of Second In Mind, [Neptune] is the winner in all three age groups with the respective percentage of 21.2%, 28.6% and

30.9%. In the Third in mind category, [Tuong An] scores the highest in all three age groups.

[Figure 1.3] Top three cooking oil brands – By Age


Unit: %


SEC groups are different in terms of Second In Mind and Third In Mind

[Neptune] brand is the first to be recalled by all three SEC groups. Moreover, it is arguably the winner in Second in Mind category, taking over the

Upper income group, breaking even with [Tuong An] in Lower income group and losing with only 1.2% short to [Simply] in Middle income group. In

the Third in Mind category, [Tuong An] wins the Upper and Middle income groups and is just a bit short of 0.6% to [Simply] in Lower income group.

[Figure 1.4] Top three cooking oil brands – By SEC


Unit: %

2. Total awareness of cooking oil brands

[Tuong An] scores highest at 92.7%

Almost all of the surveyed people know about [Tuong An] and [Neptune]. [Tuong An] has the highest percentage of 92.7%, closely followed by

[Neptune] at 91.0%. [Simply], [Meizan], and [Cai Lan] come next at 79.1%, 72.8%, and 70.3% respectively.

Q. Please tell us what cooking oil brands in the below you have heard of / know clearly? (WITH A LIST OF BRANDS PROVIDED) [MA] Based on n=1,038

92.7 91.0

79.1

72.8 70.3

48.9

40.6 38.2 38.0

29.3

Tuong An Neptune Simply Meizan Cai Lan Marvela Kiddy Chinsu De Nhat Nutra Omega-

3

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 2.1] Total awareness of cooking oil brands


Brand awareness of the Northern respondents is sharply different

[Figure 2.2] Total awareness of cooking oil brands – By Area Unit: %


94.5

91.7

89.2

71.5

67.7

42.0

39.5

39.3

38.6

34.2

Neptune

Tuong An

Simply

Meizan

Cai Lan

Trang An

Chinsu

Marvela

Kiddy

De Nhat

Northern

91.9

85.4

75.6

70.7

69.1

53.7

50.4

39.8

36.6

35.8

Tuong An

Neptune

Meizan

Cai Lan

Simply

Marvela

Kiddy

Chinsu

De Nhat

Trang An

Middle

93.9

89.0

73.4

73.0

71.2

57.9

45.3

42.3

39.9

36.3

Tuong An

Neptune

Meizan

Cai Lan

Simply

Marvela

Co.opmart

De Nhat

Kiddy

Chinsu

Southern

While [Tuong An] and [Neptune] are the most and second-most well-known brands of cooking oil among the Middle and Southern respondents,

the order is reversed for those from the North. [Simply], [Meizan] and [Cai Lan] take the next three positions in all three areas. Although being

known to 42% of the respondents from the North and 35.8% of the respondents from the Middle, [Trang An] is not even in the top 10 best known

brands in the South.


[Tuong An] and [Neptune] are still best-known among age groups…

…with [Tuong An] tightly wins over and take the first place. [Simply], [Meizan] and [Cai Lan] are still well-known across age groups although there is

a small change of order in the youngest group from that of the other two age groups.

[Figure 2.3] Total awareness of cooking oil brands – By Age Unit: %


92.4

90.6

78.2

72.7

70.1

47.1

38.6

37.3

37.1

29.5

Tuong An

Neptune

Simply

Meizan

Cai Lan

Marvela

Chinsu

De Nhat

Kiddy

Trang An

20 - 29 years old

94.1

93.1

83.7

75.4

70.0

56.7

56.7

41.4

38.9

36.0

Tuong An

Neptune

Simply

Meizan

Cai Lan

Kiddy

Marvela

De Nhat

Chinsu

Nutra Omega-3

30 - 39 years old

90.9

89.1

74.5

74.5

65.5

47.3

38.2

34.5

30.9

29.1

Tuong An

Neptune

Cai Lan

Simply

Meizan

Marvela

Co.opmart

De Nhat

Kiddy

Chinsu



[Tuong An] and [Neptune] still take the top two positions across income groups…

… and compete neck-to-neck for the first position. [Tuong An] is better known in the Lower and Middle income groups, losing to [Neptune] by a mere

0.2% in the Upper income group. However, [Tuong An]’s lead in the Lower and Middle income groups is not significant either. [Simply], [Meizan] and

[Cai Lan] also take the next three positions with a different order in the Lower income group.

[Figure 2.4] Total awareness of cooking oil brands – By SEC Unit: %


91.9

86.0

77.3

70.3

69.8

39.5

39.0

34.9

32.6

26.2

Tuong An

Neptune

Simply

Cai Lan

Meizan

Marvela

De Nhat

Chinsu

Kiddy

Co.opmart

Lower

93.2

91.2

79.8

73.5

72.7

49.9

41.4

40.6

36.3

32.4

Tuong An

Neptune

Simply

Meizan

Cai Lan

Marvela

Kiddy

Chinsu

De Nhat

Trang An

Middle

92.7

92.5

79.1

73.4

68.1

51.6

42.9

39.1

37.1

31.4

Neptune

Tuong An

Simply

Meizan

Cai Lan

Marvela

Kiddy

De Nhat

Chinsu

Nutra Omega-3

Upper

3. Past brand

[Neptune] is the brand used most often in the past.

37.8% of the respondents choose [Neptune] as the brand they did not continue using. 18% of the respondents chose to leave [Tuong An], 16.6% chose to

leave [Simply] and a total of 75.9% of the respondents have changed their main cooking oil brand.

Q. Amongst brands you know, what brand you had used as main brand in the past before changing to use the current one? [SA] Based on n=1,038

Unit: % [Figure 3.1] Past brand

35.8

18.0 16.6

10.2

6.7 6.3

1.3 1.0 0.6 0.6

24.1

Neptune Tuong An Simply Meizan Marvela Cai Lan De Nhat Nakydako Chinsu Trang An Don't use any

other brand

in the past

0.0

10.0

20.0

30.0

40.0

50.0

Used other brands in the past

75.9%

3. Past brand

[Tuong An], [Neptune] and [Simply] all have lost their consumers

In the North, more respondents have switched to a new brand from [Neptune] and [Simply], while in the Middle and the South, more respondents have

switched from [Neptune] and [Tuong An]. Considerably more respondents in the North decided to switch from [Neptune] than the other two areas.

[Figure 3.2] Past brand – By Area Unit: %

Q. Amongst brands you know, what brand you had used as main brand in the past before changing to use the current one? [SA] Based on n=916 used another brand in the past

45.9

25.5

10.6

7.3

5.7

1.4

0.9

0.7

0.5

0.5

Neptune

Simply

Meizan

Tuong An

Cai Lan

Marvela

Chinsu

Nutra Omega-3

Trang An

De Nhat

Northern

31.9

27.7

9.2

8.6

8.1

6.3

2.1

1.8

0.8

0.8

Tuong An

Neptune

Marvela

Simply

Meizan

Cai Lan

Nakydako

De Nhat

Binh An

Co.opmart

Southern

29.7

17.1

13.5

13.5

9.9

9.0

2.7

1.8

0.9

0.9

Neptune

Tuong An

Meizan

Marvela

Simply

Cai Lan

Trang An

De Nhat

Queen

Otran

Middle

3. Past brand

Different age groups show little difference in the brands that they switched

More respondents from all three age groups chose to stop using [Neptune]. [Tuong An] and [Cai Lan] take the next two positions in losing consumers in

the youngest and middle groups, while [Tuong An] and [Cai Lan] and [Simply] are chosen for these positions in the oldest group.

[Figure 3.3] Past brand – By Age Unit: %

35.6

19.2

16.3

11.5

6.3

6.1

1.0

0.7

0.6

0.6

Neptune

Tuong An

Simply

Meizan

Marvela

Cai Lan

De Nhat

Trang An

Chinsu

Nutra Omega-3

20 - 29 years old

39.5

18.9

17.3

5.9

5.4

5.4

2.2

1.6

1.1

0.5

Neptune

Simply

Tuong An

Cai Lan

Meizan

Marvela

De Nhat

Nakydako

Chinsu

Sailing Boat

30 - 39 years old

35.6

17.8

11.1

11.1

8.9

6.7

4.4

2.2

2.2

0.0

Neptune

Tuong An

Cai Lan

Simply

Nakydako

Marvela

Meizan

Co.opmart

Happi Koki

Binh An



3. Past brand

[Neptune], [Tuong An] and [Simply] lose customers across income groups

Many respondents from three income groups decided to switch from these three brands. [Meizan], [Marvela] and [Cai Lan] also have respondents stop

using their brands but in smaller numbers.

[Figure 3.4] Past brand – By SEC Unit: %

32.9

21.0

20.3

9.1

6.3

4.9

1.4

1.4

0.7

0.7

Neptune

Tuong An

Simply

Meizan

Marvela

Cai Lan

Nutra Omega-3

De Nhat

Chinsu

Nakydako

Lower

35.0

18.5

14.6

12.4

7.4

7.2

1.4

0.8

0.6

0.6

Neptune

Simply

Tuong An

Meizan

Marvela

Cai Lan

Nakydako

Co.opmart

Binh An

De Nhat

Middle

38.8

21.7

13.7

8.0

6.1

4.9

1.7

1.2

1.0

0.7

Neptune

Tuong An

Simply

Meizan

Cai Lan

Marvela

De Nhat

Chinsu

Trang An

Queen

Upper


4. Brand used most often (BUMO)

[Neptune] is at the top with 33.2%

3 out of 10 respondents are using [Neptune], followed by [Simply] with 25.3%. [Tuong An] takes the third place with 22.3%. Only a few of the

respondents are using other brands such as [Co.opmart], [Otran], [Kiddy] or [Nutra Omega-3].

Q. Amongst brands you know, what brand you are currently using? [SA] Based on n=1,038

33.2

25.3

22.3

7.2

3.9 3.3 0.8 0.7 0.5 0.5

Neptune Simply Tuong An Meizan Cai Lan Marvela Co.opmart Otran Kiddy Nutra Omega-

3

0.0

10.0

20.0

30.0

40.0

50.0

Unit: % [Figure 4.1] Brand used most often (BUMO)


[Neptune] and [Simply] enjoy the market in the Northern and Middle areas

[Neptune] is currently used by more respondents from the North and the Middle, closely followed by [Simply]. [Tuong An] takes the fourth position in

the North with 6.4% and the third position in the Middle with 18.7%. In the South, [Tuong An] manages to take the first position with 40.1% and also

creates a big gap of 15.8% with the runner-up [Neptune].

[Figure 4.2] Brand used most often (BUMO) – By Area Unit: %


42.5

35.5

8.5

6.4

2.8

1.3

0.6

0.4

0.4

0.4

Neptune

Simply

Meizan

Tuong An

Cai Lan

Otran

Marvela

Kiddy

Co.opmart

Queen

Northern

40.1

24.3

14.4

5.6

5.4

4.5

1.4

0.9

0.7

0.7

Tuong An

Neptune

Simply

Meizan

Marvela

Cai Lan

Co.opmart

Nutra Omega-3

Nakydako

Happi Koki

Southern

30.1

26.0

18.7

8.1

5.7

5.7

2.4

0.8

0.8

0.8

Neptune

Simply

Tuong An

Meizan

Cai Lan

Marvela

Kiddy

Binh An

Chinsu

Trang An

Middle


[Neptune], [Simply] and [Tuong An] are still favored among age groups

While [Neptune] is able to put [Simply] in the runner-up position in the youngest group, [Simply] wins in the other two age groups. [Neptune] is 12%

ahead of [Simply] in the youngest group, but [Simply] can only stay ahead of [Neptune] with 5.4% and 1.8% in the other two age groups. Meanwhile,

[Tuong An] is firmly put in the third position in all three age groups.

[Figure 4.3] Brand used most often (BUMO) – By Age Unit: %


35.1

23.1

21.9

8.5

4.5

3.1

0.9

0.5

0.4

0.3

Neptune

Simply

Tuong An

Meizan

Cai Lan

Marvela

Co.opmart

Otran

Happi Koki

Kiddy

20 - 29 years old

33.0

27.6

22.7

3.4

2.5

1.5

1.5

1.5

1.5

1.0

Simply

Neptune

Tuong An

Marvela

Meizan

Cai Lan

Kiddy

Nutra Omega-3

Otran

Chinsu

30 - 39 years old

29.1

27.3

25.5

7.3

5.5

3.6

1.8

0.0

0.0

0.0

Simply

Neptune

Tuong An

Meizan

Marvela

Cai Lan

Queen

Binh An

Elise

Kiddy



SEC groups also have their own favorites

While the Middle and Upper income groups show a strong favor to [Neptune], then [Simply] and [Truong An], the Lower income group chooses

otherwise. [Tuong An] takes the lead in this group, followed by [Neptune] and [Simply]. However, these three brands do not have big gaps between

them in the Lower income group like they do in the other two groups.

[Figure 4.4] Brand used most often (BUMO) – By SEC Unit: %


24.4

23.8

19.8

15.7

7.6

2.3

1.2

1.2

1.2

0.6

Tuong An

Neptune

Simply

Meizan

Cai Lan

Marvela

Co.opmart

Chinsu

Nakydako

Kiddy

Lower

34.5

26.0

21.4

6.3

4.6

2.9

0.7

0.7

0.7

0.5

Neptune

Simply

Tuong An

Meizan

Marvela

Cai Lan

Kiddy

Co.opmart

De Nhat

Otran

Middle

35.6

26.8

22.2

4.8

3.3

2.4

1.1

0.7

0.7

0.4

Neptune

Simply

Tuong An

Meizan

Cai Lan

Marvela

Otran

Co.opmart

Nutra Omega-3

Oilla

Upper

5. Future brand

Many respondents have changed their brand, and they intend to do so again

75.9% of the respondents have changed their brands. Still, 82% of them intend to do so again in the future. [Simply] is chosen by 26.6% of the

respondents as their future brand, closely followed by [Neptune] at 23.3%. Far behind is [Tuong An] with only 13.7% of the respondent intend to switch

and use it in the future.

Q. Amongst brands you know, what brand you intend to change in the future? [SA] Based on n=1,038

Unit: % [Figure 5.1] Future brand

26.6

23.3

13.7

6.1 4.9 4.9 3.9

2.7 2.4 1.9

18.0

Simply Neptune Tuong An Nutra

Omega-3

Meizan Marvela Chinsu Cai Lan Kiddy Co.opmart Not intend to

change

0.0

10.0

20.0

30.0

40.0

50.0

Intend to change

82.0%

5. Future brand

The Middle and Southern groups share similar intention

More respondents in the Middle and the South intend to change their cooking oil brand to [Neptune], then [Simply] and [Tuong An]. The Northern

respondents tend to switch to [Simply] more than [Neptune] or [Tuong An]. [Tuong An] is chosen by only 9.7% of the Northern respondents as their

future brand, while that number is 16% for the Middle respondents and 17.5% for the Southern respondents.

[Figure 5.2] Future brand – By Area Unit: %

Q. Amongst brands you know, what brand you intend to change in the future? [SA] Based on n=851 intending to change another brand

32.8

21.3

9.7

7.7

5.9

3.6

3.3

3.1

3.1

2.6

Simply

Neptune

Tuong An

Nutra Omega-3

Meizan

Marvela

Chinsu

Cai Lan

Kiddy

Otran

Northern

24.1

19.7

17.5

6.4

5.0

4.7

4.4

4.2

2.5

2.2

Neptune

Simply

Tuong An

Marvela

Chinsu

Nutra Omega-3

Co.opmart

Meizan

Cai Lan

De Nhat

Southern

28.0

27.0

16.0

5.0

5.0

4.0

3.0

3.0

2.0

2.0

Neptune

Simply

Tuong An

Marvela

Nutra Omega-3

Meizan

Kiddy

De Nhat

Cai Lan

Chinsu

Middle

5. Future brand

[Simply] and [Neptune] race neck-to-neck across age groups

[Simply] is taking the lead as the new brand when the respondents switch, with a not very safe distance from [Neptune]. While the youngest and the

middle aged groups are a little more likely to switch to [Simply], the oldest group shows the tendency for both [Neptune] and [Simply].

[Figure 5.3] Future brand – By Age Unit: %

27.0

23.6

13.8

5.8

5.7

4.4

4.4

2.8

2.4

1.6

Simply

Neptune

Tuong An

Nutra Omega-3

Meizan

Marvela

Chinsu

Cai Lan

Kiddy

Co.opmart

20 - 29 years old

27.2

23.7

13.9

6.4

5.8

2.9

2.9

2.3

2.3

2.3

Simply

Neptune

Tuong An

Nutra Omega-3

Marvela

Chinsu

De Nhat

Meizan

Kiddy

Sailing Boat

30 - 39 years old

16.7

16.7

11.9

9.5

9.5

9.5

4.8

4.8

4.8

2.4

Neptune

Simply

Tuong An

Co.opmart

Marvela

Nutra Omega-3

Cai Lan

Meizan

De Nhat

Binh An



5. Future brand

All three income groups tend to switch to [Simply]…

… with [Neptune] and [Tuong An] are next in order. Except for that the intention of switching to other less well-known brands is all different, all three

income groups enjoy a rare agreement as to the order of the 3 major brands that they should use in the future.

[Figure 5.4] Future brand – By SEC Unit: %

28.5

24.8

13.1

8.8

4.4

2.9

2.9

2.2

2.2

2.2

Simply

Neptune

Tuong An

Meizan

Chinsu

Kiddy

Marvela

Cai Lan

Nutra Omega-3

De Nhat

Lower

28.2

24.5

11.3

5.8

5.8

4.0

3.7

2.5

2.5

2.1

Simply

Neptune

Tuong An

Marvela

Nutra Omega-3

Meizan

Chinsu

Kiddy

De Nhat

Co.opmart

Middle

24.5

21.6

16.0

7.7

4.9

4.4

4.4

3.9

2.1

1.8

Simply

Neptune

Tuong An

Nutra Omega-3

Marvela

Cai Lan

Meizan

Chinsu

Kiddy

Co.opmart

Upper


6. Coverage of dominant brands

Leading cooking oil brands are loosing their points with the surveyed consumers

[Tuong An], [Neptune], [Meizan] and [Cai Lan] are showing a negative sign as their coverage in the future is lower than that in the present and the past.

[Simply] is the only major brand which has more coverage on respondents in the future.

Unit: % [Figure 6] Coverage of dominant brands

Tuong An

(n=962)

Neptune

(n=945)

Simply

(n=821)

Meizan

(n=756)

Cai Lan

(n=730)

Marvela

(n=508)

Kiddy

(n=421)

Chinsu

(n=396)

De Nhat

(n=394)

Nutra

Omega-3

(n=304)

Past 22.5 41.5 20.0 12.3 8.1 11.6 0.2 1.5 2.8 1.6

Present 24.0 36.5 32.0 9.9 5.5 6.7 1.2 1.0 1.0 1.6

Future 17.2 27.9 33.6 7.0 3.4 9.3 4.8 8.6 4.1 17.4

0.0

10.0

20.0

30.0

40.0

50.0

Based on total awareness

Research findings

2

PART II – MARKET 2012 vs. 2013

1. Top-of-mind brands


3. Brand’s usage experience

1. Purchasing channels

Supermarket is not the dominant channel anymore in 2013

In 2012, the percentage of [Supermarket] is likely to dominate purchasing channels with 72.0%. However, it is threaten by the increase of other

channels such as [Grocery], [Convenient store] and [Market].

Supermarket Grocery Convenient store Market

2012 (n=200) 72.0 20.0 4.5 3.0

2013 (n=1,038) 83.9 62.4 37.3 28.4

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 1] Purchasing channels

2. Top-of-mind brands

This year, fewer respondents recall Tuong An and Simply first

When being asked spontaneously, there are relatively more respondents who recall [Neptune] first compared to 2012, while [Simply] and [Tuong An]

have noticeably fewer respondents who recall them. The net result is that [Neptune] has taken the top position from [Tuong An] for TOM category

Neptune Tuong An Simply Meizan Marvela Cai Lan Kiddy Co.opmart De Nhat Otran

2012 (n=200) 34.0 34.5 23.0 2.5 1.0 2.0 0.0 0.0 1.0 0.0

2013 (n=1038) 37.7 26.1 17.0 3.9 3.3 1.6 0.8 0.5 0.5 0.5

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Unit: % [Figure 2] Top-of-mind brands


Respondents’ awareness of major cooking oil brands has decreased

The relative number of respondents who are aware of the more popular brands like [Tuong An], [Neptune] and [Simply] has decreased from that of

2012. On the other hand, the less popular brands like [Cai Lan], [Kiddy], [Chinsu] now have relatively more respondents who are aware of them.

Tuong An Neptune Simply Meizan Cai Lan Marvela Kiddy Chinsu De NhatNutra

Omega-3

2012 (n=200) 96.5 98.0 87.5 82.0 62.0 52.5 34.5 27.5 34.0 24.5

2013 (n=1038) 92.7 91.0 79.1 72.8 70.3 48.9 40.6 38.2 38.0 29.3

0.0

20.0

40.0

60.0

80.0

100.0

Unit: % [Figure 3] Awareness of cooking oil brands

3. Brand’s usage experience

Neptune, Simply and Tuong An all have more potential consumers in 2013 than in 2012

While the percentage of respondents who have used or are currently using these three brands has not significantly changed since 2012, the percentage of

respondents who intend to use them in the future has considerably improved.

18.0

16.6

35.8

13.0

14.0

31.0

Tuong An

Simply

Neptune

0.0 10.0 20.0 30.0 40.0 50.0

Past brand

2012 (n=200) 2013 (n=1,038)

Unit: % [Figure 4] Brand’s usage experience

22.3

25.3

33.2

26.0

25.0

32.5

Tuong An

Simply

Neptune

0.0 10.0 20.0 30.0 40.0 50.0

Current brand

2012 (n=200) 2013 (n=1,038)

13.7

26.6

23.3

5.5

16.0

13.5

Tuong An

Simply

Neptune

0.0 10.0 20.0 30.0 40.0 50.0

Future brand

2012 (n=200) 2013 (n=1,038)

W&S Company Limited is a 100% Japanese investment. Our main professions are ‘Online market research’,

‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed

over 130,000 members panel with various segmentations across Vietnam.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

W&S Company Limited

» Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC

» Office phone: (848) 38 223 215 Fax: (848) 38 223 216

» Email: [email protected]

» Website: http://vinaresearch.jp/

The copyright of this report belongs to W&S Company Limited. The results (analyzing, wording, data, tables and

graphs) of this survey can be publicly used, but must be cited and sourced from W&S Company Limited (also

include its website address http://vinaresearch.jp).

Date post:	25-May-2015
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W&s report cooking oil tracking October 2013

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